Nothing is permanent in this world except for change. Internet marketers and SEO practitioners probably know this better than anyone. With the ever-changing online landscape and Google constantly tweaking and improving its search algorithms, staying informed is crucial. Failing to adapt to these changes can result in penalties or a loss of search rankings.
With so many algorithm updates and adjustments, how do you navigate the complexities and stay ahead? Doc Sheldon, co-founder of the US-based content and SEO marketing firm Top Shelf Copy, offers some valuable pointers to help you stay prepared. Additionally, understanding key algorithm updates can make a significant difference in your strategy.
Major Google Algorithm Updates to Know
- Panda Update
First introduced in 2011, the Panda algorithm focuses on content quality. It penalizes websites with thin, duplicate, or low-quality content while rewarding those with informative and engaging material. Regularly auditing your website for duplicate content or outdated pages can help you avoid being flagged. - Penguin Update
Launched in 2012, the Penguin update targets manipulative link-building practices. Websites with spammy or irrelevant backlinks saw significant ranking drops. To align with Penguin, regularly audit your backlink profile using tools like Google Search Console or third-party platforms like Ahrefs or SEMrush. - Hummingbird Update
Released in 2013, Hummingbird improved Google’s ability to understand natural language and user intent. This update emphasized semantic search, making it essential to optimize content for topic relevance and not just specific keywords. Implementing long-tail keywords and answering user questions are key strategies. - Mobile-Friendly Update (Mobilegeddon)
Introduced in 2015, this update prioritized mobile-friendly websites in search rankings. As mobile traffic continues to dominate, ensuring your website is responsive and performs well on all devices is critical for maintaining visibility. - RankBrain
Launched in 2015, RankBrain is a machine-learning algorithm that helps Google interpret search queries better and provide more relevant results. It emphasizes user engagement metrics such as click-through rate (CTR) and dwell time. To optimize for RankBrain, focus on creating engaging, high-quality content that keeps users on your page. - BERT (Bidirectional Encoder Representations from Transformers)
Rolled out in 2019, BERT improved Google’s ability to understand the context of words in a query. This update underscores the importance of writing conversational, user-centric content that answers specific questions.